Shopping with Voice Assistant: Understanding Consumer Intention and the Mediating Role of Trust

Authors

  •   Naveen Kumar Assistant Professor, School of Management, Gautam Buddha University, Gautam Buddha Nagar, Greater Noida - 201 308, Uttar Pradesh
  •   Vasundhra Singh Research Scholar (Corresponding Author), School of Management, Gautam Buddha University, Gautam Buddha Nagar, Greater Noida - 201 308, Uttar Pradesh.

DOI:

https://doi.org/10.17010/ijom/2022/v52/i8/171224

Keywords:

Voice assistant

, intention, interaction quality, system quality, information quality, trust

Paper Submission Date

, June 25, 2021, Paper sent back for Revision, April 21, 2022, Paper Acceptance Date, May 15, Paper Published Online, August 16, 2022

Abstract

Voice assistants are a new smart tool in the market to assist and ease the shopping process for consumers. A voice assistant, along with its in-built artificial intelligence, makes consumer and device interaction more humanlike and personal. Despite a promising debut in the Indian market, there has been limited research on the Indian consumers’ intention to use VA for online shopping. Most of the studies are exploratory in nature and lack a clear theoretical framework. This study aimed to tap the growing trend of the use of voice assistants in the Indian market. The study focused on finding what factors determine consumer intention to shop online using a voice assistant. How does trust upon a voice assistant affect the relationship between these factors and intention? This is a cross-sectional quantitative study. A convenience sample of 121 respondents participated in the study using an online structured questionnaire. The hypotheses testing was done using AMOS SEM. The tests confirmed that information quality and system quality impacted intention only when mediated through trust. Interaction quality, however, only had a direct effect, and no mediation through trust was determined. The study explained how more sincere efforts by VA in information searching and delivering the right information to consumers lead to the development of trust in the VA.

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Published

2022-08-01

How to Cite

Kumar, N., & Singh, V. (2022). Shopping with Voice Assistant: Understanding Consumer Intention and the Mediating Role of Trust. Indian Journal of Marketing, 52(8), 51–65. https://doi.org/10.17010/ijom/2022/v52/i8/171224

Issue

Volume 52, Issue 8, August 2022

Section

Articles
Crossref
Scopus
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Europe PMC

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